SlideShare a Scribd company logo
1 of 15
Download to read offline
Inbound Marketing Summit
                       2010 Preview:


                       19 Marketing
                       Experts Share
     Chris Brogan
Cpt. Nathan Broshear
   C.C. Chapman
 Pawan Deshpande
                       Tips and Insights
      John Doyle
   Steve Garfield
      Paul Gillin
     Patti Fousek
     Tim Hayden
 Alexander Howard
   Valeria Maltoni
  Christine Perkett
David Meerman Scott    Content compiled and analyzed by:
   Dharmesh Shah
    Scott Stratten             Justin Levy          Mike Volpe
      Tim Street               IMS Co-Organizer     VP Marketing
  Dale Underwood               @JustinLevy          @mvolpe
   Robbie Vorhaus
    Michael Weiss
Introduction
      The old model of marketing is broken:
       34% of US homes have a DVR to skip commercials
       44% of junk mail is discarded without being opened
       72% of Americans are on the Do Not Call Registry
       Radio advertising in North America fell 17.6% in 2009

      The rewards of transforming your marketing are big:
       93% of Americans want companies to be on social media
       Facebook is the size of the 3rd largest country in the world
       Companies who blog get 55% more website visitors
       Inbound marketing generates leads at a 60% lower cost


      In October 6-7, 2010, over 40 of the world’s most accomplished
      inbound marketing experts will share their expertise on how
      marketing is changing and what you need to do to transform
      how your company grows.

      This ebook is a preview of what 19 of those experts have to offer
      for advice and guidance for the future.


HubSpot| NewMarketingLabs | Page 2                           Share this ebook:
What Service or Website Drives the
                        Most Business Value

                           2010                                  2013
                                      Google                                     Google
                                      Bing                                       Bing
                                      Facebook                                   Facebook
                                      LinkedIn                                   LinkedIn
                                      YouTube                                    YouTube
                                      Twitter                                    Twitter
                                      Yelp                                       Yelp
                                      Foursquare                                 Foursquare
                                      Other                                      Other
      Today 80% of the experts see Google or Facebook as the most valuable website
      for marketing. But in the next 3 years 25% of the experts expect something new
      (“Other”) to emerge as the most important website or service.
HubSpot | NewMarketingLabs | Page 3                                     Share this ebook:
What Channel Drives the Most Business Value
                                Other
                  Mobile Marketing
                    Email Marketing
                     Company Blog
           Social Media Marketing
      Cold Calling/Telemarketing
              Radio/TV Advertising                                                  2013
        Offline Display Advertising                                                 2010
                 Online Advertising
                         Tradeshows
                          Direct Mail
                 Paid Search (PPC)
             Organic Search (SEO)

                                        0%   5% 10% 15% 20% 25% 30% 35% 40% 45%

      In the next 3 years, the experts predict that social media will start to drive more
      business value than search engine optimization (SEO).

HubSpot | NewMarketingLabs | Page 4                                          Share this ebook:
The Most Important Metrics to Track
                                                                                                                                  Social Media
      Speaker         Company Blog                LinkedIn          Facebook              Twitter            Email Marketing       Marketing         Inbound Marketing      Marketing Overall
                                                                                    Appearance in
Nathan Broshear     Comments                                                        mainstream media                           The relationship                            The relationship

                                                                                    Number of links from
David Meerman       Number of                                                       Twitter to your                                                                        Is your company
Scott               comments.                                                       content                                                                                successful?
                    Retweets - if people
                    are willing to put
                    their name on it                                                                                                                 Tracking the visits to
                    then you have        Who is looking at    Share - it's like a                                                                    the landing page
Michael Weiss       something.           your profile         retweet               retweets                                                         you are marketing Conversions

                    Quantifiable
                    relationship to       Incoming business                        Incoming business       Request for more
Robbie Vorhaus      bottom line.          leads.              Active friends/fans. leads.                  information.        Increased revenue. New business leads. ROI
Paul Gillin         Repeat visitors       Connections         Comments/likes        Retweets               Clicks              Conversions           Conversions           Sales
Patti Fousek        Subscribers           Leads               Fan Participation     Retweets               Open rate           Leads                 Leads                 Closed Sales
                                                                                                                                                     Inbound
Dharmesh Shah       Subscribers           Group members       User interactions     Retweets               Click-throughs      Engagement            leads/customers       Sustainable growth
                                                                                                                                                                           Customer
John Doyle          Comments              Recommendations Interactions              Followers              Click throughs      Interactions          Conversions           Satisfaction

                                                                                    Engagement, as
                 Comments and links Viable job                                      measured by RT,        Unique visitors
                 from respected       applicants for          Engagement on a       @replies and           delivered to                                                    Return customers or
Alexander Howard voices in the niche. openings.               page.                 reshares.              content             Sales revenue         SERP rank.            clients
                                                                                                        Number of              Followers             Followers             Followers
Pawan Deshpande SEO Placement             Group Members       Comments              Number of Followers Subscribers            (RSS/Twitter/Email)   (RSS/Twitter/Email)   (RSS/Twitter/Email)

                                                                                    Engagement;                                                                            Direct action to biz
                                          Profiles:                                 dialogue with the                                                                      goals (whether
                                          connections/views;                        RIGHT people; not                                                Loyal, interactive    warm sales leads or
                    Consistent traffic;   Answers:           Interaction to         necessarily the                            Interaction to        community &           thought leadership
Christine Perkett   comments              Interactions       Action                 MOST people            Click thru rates    Action                advocates             or other)



 HubSpot | NewMarketingLabs | Page 5                                                                                                                   Share this ebook:
The Most Important Metrics to Track
                                                                                                                               Social Media
      Speaker         Company Blog             LinkedIn           Facebook               Twitter          Email Marketing       Marketing     Inbound Marketing         Marketing Overall
                    Marketing funnel
Dale Underwood      value                Annual sales        Annual sales         Annual sales          Annual sales        Annual sales      Annual sales          Annual sales


                                                                                 Number of Click
                                                                                 Throughs into
                                         Success of Helping # of Likes from Off- Conversions (not
Chris Brogan        Sales                Others Execute     Facebook Sites       just click throughs)   Open rate           Sales             Sales                 Sales
                                         Generic invites to
                                         "connect on        Comment                                                         share of
Scott Stratten      RSS/Email sign-ups   LinkedIn"          engagement           Reach                  click-through       conversation      $                     $

Steve Garfield      Don't track metrics Don't track metrics Interaction           Interaction           Action              Engagement        Engagement            Engagement
                                        Nothing, can't
C.C. Chapman        Visitors            measure             # of Interactions     @ Messages            Subscribers                                                 Making Money

                                                                                ROCSI Return On
                    ROBI Return On       ROTI Return on Time ROFI Return On Fan Customer Service        ROA Return On       ROBE Return On    ROC Return On
Tim Street          Brand Investment     Investment          Investment         Investment              Acquisition         Brand Equity      Community             ROI




                                                             Potential diagnostic Potential diagnostic
                                                             of engaged           of a good customer
                                                             audience: level of service account: @
                   Potential diagnostic Potential diagnostic interaction with     replies to customers Potential diagnostic
                   of blogging for      for personal use:    company              (with diagnostics,   of good lead
                   commerce: number connections              representatives and recourse, ways to fix generation           Potential diagnostic Potential          products and
Valeria Maltoni,   of pages             (referrals,          community on the problem, escalation campaign: number of integration into diagnostic: number           services people
Conversation Agent viewed/visit         references, etc.)    wall                 path, etc.)          of conversions       marketing plan       of quality leads   want and need
                                        Successful           Comments on
                                        introduction         profile-posted       New relationships
                   Comment volume, converted into real content, both              converted into real Clicks from
                   both negative and business                positive and         business             message to online
Tim Hayden         positive.            relationships.       negative.            relationships.       content.             Increase in SALES! Increase in SALES!   Increase in SALES!




 HubSpot | NewMarketingLabs | Page 6                                                                                                              Share this ebook:
Biggest Marketing Trends for 2011
  When we asked our expert speakers what they believed the biggest marketing trend
  for 2011 would be, we received a variety of answers. Here are some of their thoughts:




        Mobile Video
                                                “Smart” Display
                                                  Advertising

                                                                            Real-Time Search

                             Geo-Location

         Embedded                                       Curation
        Demographic
                                                                               The Right-Time
           Mobile
                                                                                    Web
         Advertising


HubSpot | NewMarketingLabs | Page 7                                              Share this ebook:
How to Maximize Business Value
              from Inbound Marketing
                                      Captain Nathan Broshear
       People want to read about      U.S. Air Force
       experiences they may
                                      “Tell your story…not your product (and definitely not an individual
       never have a chance to         person). People want to read about experiences they may never have a
       feel…                          chance to feel…not what you had for breakfast.”




                                      David Meerman Scott
       You can earn attention by      Freshspot Marketing
       creating something
       interesting and valuable       “You can buy attention (advertising)
                                      You can beg for attention from the media (PR)
       and then publishing it         You can bug people one at a time to get attention (sales)
       online for free…
                                      Or you can earn attention by creating something interesting and valuable and
                                      then publishing it online for free: a YouTube video, a blog, a research report,
                                      photos, Twitter stream, an eBook, a Facebook page. This is Inbound Marketing
                                      and it works brilliantly.”


                                      Dharmesh Shah
       Spend more time figuring       HubSpot
       out ways to add more
       value to your community        “Invest in creating exceptional content that people want to consume and
       than extracting immediate      share. You should spend more time figuring out ways to add more value to
                                      your community than extracting immediate value from it.”
       value from it…

HubSpot | NewMarketingLabs | Page 8                                                          Share this ebook:
Tim Street
       Give emotionally engaging      mDialog
       content that is of value to    “Give emotionally engaging content that is of value to your audience and
       your audience…                 you will be rewarded. Talk about and SHOW your consumers information
                                      and entertainment that they care about and want in a way they are
                                      expecting while super serving your niche. If ESPN explained how to play
                                      football they wouldn‟t have any viewers.”



                                      Chris Brogan
                                      New Marketing Labs
       Listen more than you talk…
                                      “Listen more than you talk. Get back onto your buyer‟s side of the equation.
                                      Frankly, marketers have been too heavily on the company‟s side and their results
                                      suffer. If you help people buy, you sell. If you sell, you‟re not necessarily helping
                                      people buy.”



                                      Scott Stratten
       Impactful, concise weekly      UnMarketing
       content is better than
       mediocre, obligated daily      “Impactful, concise weekly content is better than mediocre, obligated daily
                                      content. People spread blog posts/content that evoke emotion, not because of a
       content…                       good word count or frequency.”



                                      Paul Gillin
       Attend to basics, and that     Gillin Communications
       means search-optimizing        “Attend to basics, and that means search-optimizing your site. In the majority of
       your site…                     cases in which I am asked to consult on social media, I find that the client has not
                                      attended to the basics of making sure the language of the website is clear, the
                                      site is easy to find and the value proposition of the business is clearly
                                      established.”

HubSpot | NewMarketingLabs | Page 9                                                             Share this ebook:
Tim Hayden
                                       Blue Clover
       Don’t focus alone on the
       “online” and web touch-         “Don‟t focus alone on the „online‟ and web touch-points of your business
       points of your business…        when realizing the conversations, influence and data that inbound
                                       marketing delivers. The mobile revolution is empowering and liberating
                                       audiences to live beyond digital screens, and offline experiences are more
                                       likely to shape sentiment, excitement and word-of-mouth. Existing
                                       behaviors around events, retail and direct mail will play a larger role in
                                       how brands start conversations.”


                                       C.C. Chapman
                                       Digital Dads
       The old rules that you lived
       by no longer apply…             “The old rules that you lived by no longer apply. I‟m not saying to forget them,
                                       but you must realize that they have changed and you must change as well if you
                                       want to continue to be successful.”


                                       Christine Perkett
       With old methods,               Perkett PR
       marketers talked *to*
       audiences. Now, they must       “Show up. Listen. Engage. This has always been the best way to effectively
       talk *with* them – and          market but it‟s amplified with social media. Marketers have to make more time
                                       to listen and build advocacy – with old methods, marketers talked *to* audiences.
       engage to be successful.
                                       Now, they must talk *with* them – and engage to be successful. Marketers must
                                       also remember that fans and advocates matter just as much – if not more – than
                                       the influencers. Everyone is an influencer – good or bad – and marketers need to
                                       dedicate the appropriate resources to engaging in conversations consistently and
                                       persistently. Think of this way, you can‟t show up at a cocktail party, stand
                                       against the wall talking to no one and expect to get a date. Just showing up isn‟t
                                       enough anymore.”



HubSpot | NewMarketingLabs | Page 10                                                          Share this ebook:
John Doyle
                                       Alure Home Improvements
       It is important to engage
       and speak with your             “Social channels are about mutually beneficial exchanges and provide the
       followers as opposed to         opportunity to connect with like-minded and interesting people. Pay
       speaking at them…               attention to the type of material your followers are responding and
                                       contributing to. It is important to engage and speak with your followers as
                                       opposed to speaking at them. Listening is probably the most important
                                       trait a brand and/or community leader can perfect.”



                                       Alexander Howard
       Listen first…before deciding    O’Reilly Media
       where and how to market
       to them…                        “Listen first to what people are saying about you, your service or product before
                                       deciding where and how to market to them. It‟s easier than ever to switch the
                                       channel, unsubscribe or unfollow after poorly conceived messaging or media.”



                                       Robbie Vorhaus
                                       Vorhaus Communications, Inc.
       80% of all crisis are avoided
       or reduced by                   “Go crazy thinking about everything that could go wrong, both in terms of your
       preparation…                    business, reputation, and the industry, and do the same exercise for clients and
                                       potential clients alike. Analyze the risk, both in terms of the likelihood of the
                                       event happening, and it‟s immediate and long-term effect on you and your
                                       client‟s business. Then, start acting like a soldier, athlete or musician: train,
                                       rehearse, practice, prepare. 80% of all crisis are avoided or reduced by
                                       preparation.”


                                       Dale Underwood
       Focus on what future            EchoQuote
       customers really need…not
       what you think they need…       “Focus on what future customers really need early in their sales cycle, not what
                                       you think they need.”

HubSpot | NewMarketingLabs | Page 11                                                           Share this ebook:
Pawan Deshpande
       Content curation has            HiveFire
       emerged as a new and
       powerful way for marketers      “Content curation has emerged as a new and powerful way for marketers
                                       to seamlessly sift through the flood of content available to prospects. Like
       to seamlessly sift through      the owner of a high-end art gallery, you have to sift through the
       the flood of content            information from across the web and curate it to ensure that it is relevant
       available…                      to the customer. You will be navigating your prospects through this sea of
                                       content by leading them to you – the provider of the most relevant and
                                       important information.”

                                       Patti Fousek
                                       Creative Mind Search Marketing

       You have to continually         “My advice can be summed up in five words: 1. Goals; 2. Plan; 3. Create; 4.
       adjust your plan as your        Measure 5. Repeat. In more words: 1. Set realistic goals before jumping into an
       company goals change…           inbound marketing campaign. Are you trying to increase website traffic, get more
                                       leads, newsletter sign-ups, blog subscribers? Start small when first starting out.
                                       2. Create a plan of attack. What content are you sharing, who will create the
                                       content, and how will you measure your results? 3. Constantly create fresh
                                       content for your industry/topic/product/service, etc. Can your content be
                                       converted to a whitepaper, ebook, tweets, Facebook updates, video? 4. Measure
                                       your success. There are a variety of inbound marketing tools out for
                                       measurement - use them! The tools you use will vary depending on your goals. 5.
                                       Rinse and Repeat. Success does not come overnight (although for some it appears
                                       it does). You have to continually adjust your plan as your company goals change.
                                       Testing and tweaking your inbound marketing campaign is really the key to
                                       success..”


                                       Steve Garfield
       Make it easy for people
                                       SteveGarfield.tv
       who find you online to
       engage and interact…            “Make it easy for people who find you online to engage and interact with a
                                       person.”



HubSpot | NewMarketingLabs | Page 12                                                           Share this ebook:
Michael Weiss
                                       Imagistic
       Don’t jump in with two feet
       into the deep end without       “The advice is simple: take the chance and do it. 90% of marketers out
       looking at your objectives,     there still rely on the old school ways of outbound marketing - Cold
       your needs, your                Calling, Trade Show Booths, Email Blasts, etc. It's impersonal and does not
                                       create a connection. Consumers are too savvy these days and they expect
       capabilities and setting a      more from you; and it must be your goal to meet and better yet, exceed
       strategy…                       those expectations. It's okay to talk WITH your customers - that's what they
                                       want! BUT don't jump in with two feet into the deep end without looking
                                       at your objectives, your needs, your capabilities and setting a strategy.
                                       Just because it's easy to set up a Facebook Page, a Blog and a Twitter
                                       account does not mean it is easy to manage. Take it slow. Baby steps, baby
                                       steps....”


                                       Valeria Maltoni
                                       Powered
      The best audience in social
      is the one you build…            “Invest in developing content that is valuable to your customers -- that
                                       actually helps make their lives easier, solve a problem, understand an
                                       issue, etc. Content is your digital body language.

                                       Good content is a way for your business to be useful and become attractive
                                       through search (digital media) and sharing (social media). People first need
                                       to believe, then they will support that belief in the way they behave -- and
                                       may eventually become ambassadors on your behalf.

                                       Relationships become stronger over time when built upon benefits to the
                                       buyer. When you write customer-centric content, you develop trust and
                                       gain credibility, both of which confer you authority.

                                       In social media, you can go direct to customers and prospective customers.
                                       However, the media or channels are mere tools, they don't come with an
                                       audience you can buy, although many are selling you one. The best
                                       audience in social is the one you build.”


HubSpot | NewMarketingLabs | Page 13                                                          Share this ebook:
Contributors
                        Thank you to everyone who contributed their thoughts on inbound
                        marketing, measurement, social media and where we’re headed in 2011.

Capt. Nathan Broshear
     @usairforce




   Scott Stratten            Tim Street       Robbie Vorhaus   Pawan Deshpande     Steve Garfield     Alexander B. Howard
   @unmarketing             @1timstreet         @vorhaus       @TweetsFomPawan     @stevegarfield          @digiphile




    Tim Hayden          David Meerman Scott     John Doyle       Chris Brogan     Valeria Maltoni        Michael Weiss
   @thetimhayden             @dmscott             @14str8        @chrisbrogan    @ConversationAge         @imagistic




Capt. Nathan Broshear        Paul Gillin      Dharmesh Shah     C.C. Chapman      Christine Perkett    Dale Underwood
     @usairforce              @pgillin         @dharmesh        @cc_chapman          @MissusP           @echoquote
Learn More at the Premier Worldwide
      Inbound Marketing Event



          October 6-7, 2010
           Gillette Stadium
          Foxborough, MA


  Save 50%           45+ Sessions
  with Code:        500+ People
  EBOOK50           40+ Speakers


www.InboundMarketingSummit.com

More Related Content

More from HubSpot

More from HubSpot (20)

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posible
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About Marketing
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is Booming
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one.
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-Thon
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot Tokyo
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call Questions
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's Buyer
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your Business
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
 

Recently uploaded

zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdf
zukhrafshabbir
 
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFRATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
CaitlinCummins3
 

Recently uploaded (20)

Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE Ventures
 
HAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future ProspectsHAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future Prospects
 
Sedex Members Ethical Trade Audit (SMETA) Measurement Criteria
Sedex Members Ethical Trade Audit (SMETA) Measurement CriteriaSedex Members Ethical Trade Audit (SMETA) Measurement Criteria
Sedex Members Ethical Trade Audit (SMETA) Measurement Criteria
 
tekAura | Desktop Procedure Template (2016)
tekAura | Desktop Procedure Template (2016)tekAura | Desktop Procedure Template (2016)
tekAura | Desktop Procedure Template (2016)
 
How to Maintain Healthy Life style.pptx
How to Maintain  Healthy Life style.pptxHow to Maintain  Healthy Life style.pptx
How to Maintain Healthy Life style.pptx
 
A Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob BadgettA Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob Badgett
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdf
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & Transformations
 
hyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementshyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statements
 
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFRATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
 
Powers and Functions of CPCB - The Water Act 1974.pdf
Powers and Functions of CPCB - The Water Act 1974.pdfPowers and Functions of CPCB - The Water Act 1974.pdf
Powers and Functions of CPCB - The Water Act 1974.pdf
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
1Q24_EN hyundai capital 1q performance
1Q24_EN   hyundai capital 1q performance1Q24_EN   hyundai capital 1q performance
1Q24_EN hyundai capital 1q performance
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
Falcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small BusinessesFalcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small Businesses
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdf
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
 
Your Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxYour Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptx
 

19 Marketing Experts Share Tips and Insights - Inbound Marketing Summit 2010 Preview

  • 1. Inbound Marketing Summit 2010 Preview: 19 Marketing Experts Share Chris Brogan Cpt. Nathan Broshear C.C. Chapman Pawan Deshpande Tips and Insights John Doyle Steve Garfield Paul Gillin Patti Fousek Tim Hayden Alexander Howard Valeria Maltoni Christine Perkett David Meerman Scott Content compiled and analyzed by: Dharmesh Shah Scott Stratten Justin Levy Mike Volpe Tim Street IMS Co-Organizer VP Marketing Dale Underwood @JustinLevy @mvolpe Robbie Vorhaus Michael Weiss
  • 2. Introduction The old model of marketing is broken:  34% of US homes have a DVR to skip commercials  44% of junk mail is discarded without being opened  72% of Americans are on the Do Not Call Registry  Radio advertising in North America fell 17.6% in 2009 The rewards of transforming your marketing are big:  93% of Americans want companies to be on social media  Facebook is the size of the 3rd largest country in the world  Companies who blog get 55% more website visitors  Inbound marketing generates leads at a 60% lower cost In October 6-7, 2010, over 40 of the world’s most accomplished inbound marketing experts will share their expertise on how marketing is changing and what you need to do to transform how your company grows. This ebook is a preview of what 19 of those experts have to offer for advice and guidance for the future. HubSpot| NewMarketingLabs | Page 2 Share this ebook:
  • 3. What Service or Website Drives the Most Business Value 2010 2013 Google Google Bing Bing Facebook Facebook LinkedIn LinkedIn YouTube YouTube Twitter Twitter Yelp Yelp Foursquare Foursquare Other Other Today 80% of the experts see Google or Facebook as the most valuable website for marketing. But in the next 3 years 25% of the experts expect something new (“Other”) to emerge as the most important website or service. HubSpot | NewMarketingLabs | Page 3 Share this ebook:
  • 4. What Channel Drives the Most Business Value Other Mobile Marketing Email Marketing Company Blog Social Media Marketing Cold Calling/Telemarketing Radio/TV Advertising 2013 Offline Display Advertising 2010 Online Advertising Tradeshows Direct Mail Paid Search (PPC) Organic Search (SEO) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% In the next 3 years, the experts predict that social media will start to drive more business value than search engine optimization (SEO). HubSpot | NewMarketingLabs | Page 4 Share this ebook:
  • 5. The Most Important Metrics to Track Social Media Speaker Company Blog LinkedIn Facebook Twitter Email Marketing Marketing Inbound Marketing Marketing Overall Appearance in Nathan Broshear Comments mainstream media The relationship The relationship Number of links from David Meerman Number of Twitter to your Is your company Scott comments. content successful? Retweets - if people are willing to put their name on it Tracking the visits to then you have Who is looking at Share - it's like a the landing page Michael Weiss something. your profile retweet retweets you are marketing Conversions Quantifiable relationship to Incoming business Incoming business Request for more Robbie Vorhaus bottom line. leads. Active friends/fans. leads. information. Increased revenue. New business leads. ROI Paul Gillin Repeat visitors Connections Comments/likes Retweets Clicks Conversions Conversions Sales Patti Fousek Subscribers Leads Fan Participation Retweets Open rate Leads Leads Closed Sales Inbound Dharmesh Shah Subscribers Group members User interactions Retweets Click-throughs Engagement leads/customers Sustainable growth Customer John Doyle Comments Recommendations Interactions Followers Click throughs Interactions Conversions Satisfaction Engagement, as Comments and links Viable job measured by RT, Unique visitors from respected applicants for Engagement on a @replies and delivered to Return customers or Alexander Howard voices in the niche. openings. page. reshares. content Sales revenue SERP rank. clients Number of Followers Followers Followers Pawan Deshpande SEO Placement Group Members Comments Number of Followers Subscribers (RSS/Twitter/Email) (RSS/Twitter/Email) (RSS/Twitter/Email) Engagement; Direct action to biz Profiles: dialogue with the goals (whether connections/views; RIGHT people; not Loyal, interactive warm sales leads or Consistent traffic; Answers: Interaction to necessarily the Interaction to community & thought leadership Christine Perkett comments Interactions Action MOST people Click thru rates Action advocates or other) HubSpot | NewMarketingLabs | Page 5 Share this ebook:
  • 6. The Most Important Metrics to Track Social Media Speaker Company Blog LinkedIn Facebook Twitter Email Marketing Marketing Inbound Marketing Marketing Overall Marketing funnel Dale Underwood value Annual sales Annual sales Annual sales Annual sales Annual sales Annual sales Annual sales Number of Click Throughs into Success of Helping # of Likes from Off- Conversions (not Chris Brogan Sales Others Execute Facebook Sites just click throughs) Open rate Sales Sales Sales Generic invites to "connect on Comment share of Scott Stratten RSS/Email sign-ups LinkedIn" engagement Reach click-through conversation $ $ Steve Garfield Don't track metrics Don't track metrics Interaction Interaction Action Engagement Engagement Engagement Nothing, can't C.C. Chapman Visitors measure # of Interactions @ Messages Subscribers Making Money ROCSI Return On ROBI Return On ROTI Return on Time ROFI Return On Fan Customer Service ROA Return On ROBE Return On ROC Return On Tim Street Brand Investment Investment Investment Investment Acquisition Brand Equity Community ROI Potential diagnostic Potential diagnostic of engaged of a good customer audience: level of service account: @ Potential diagnostic Potential diagnostic interaction with replies to customers Potential diagnostic of blogging for for personal use: company (with diagnostics, of good lead commerce: number connections representatives and recourse, ways to fix generation Potential diagnostic Potential products and Valeria Maltoni, of pages (referrals, community on the problem, escalation campaign: number of integration into diagnostic: number services people Conversation Agent viewed/visit references, etc.) wall path, etc.) of conversions marketing plan of quality leads want and need Successful Comments on introduction profile-posted New relationships Comment volume, converted into real content, both converted into real Clicks from both negative and business positive and business message to online Tim Hayden positive. relationships. negative. relationships. content. Increase in SALES! Increase in SALES! Increase in SALES! HubSpot | NewMarketingLabs | Page 6 Share this ebook:
  • 7. Biggest Marketing Trends for 2011 When we asked our expert speakers what they believed the biggest marketing trend for 2011 would be, we received a variety of answers. Here are some of their thoughts: Mobile Video “Smart” Display Advertising Real-Time Search Geo-Location Embedded Curation Demographic The Right-Time Mobile Web Advertising HubSpot | NewMarketingLabs | Page 7 Share this ebook:
  • 8. How to Maximize Business Value from Inbound Marketing Captain Nathan Broshear People want to read about U.S. Air Force experiences they may “Tell your story…not your product (and definitely not an individual never have a chance to person). People want to read about experiences they may never have a feel… chance to feel…not what you had for breakfast.” David Meerman Scott You can earn attention by Freshspot Marketing creating something interesting and valuable “You can buy attention (advertising) You can beg for attention from the media (PR) and then publishing it You can bug people one at a time to get attention (sales) online for free… Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, Twitter stream, an eBook, a Facebook page. This is Inbound Marketing and it works brilliantly.” Dharmesh Shah Spend more time figuring HubSpot out ways to add more value to your community “Invest in creating exceptional content that people want to consume and than extracting immediate share. You should spend more time figuring out ways to add more value to your community than extracting immediate value from it.” value from it… HubSpot | NewMarketingLabs | Page 8 Share this ebook:
  • 9. Tim Street Give emotionally engaging mDialog content that is of value to “Give emotionally engaging content that is of value to your audience and your audience… you will be rewarded. Talk about and SHOW your consumers information and entertainment that they care about and want in a way they are expecting while super serving your niche. If ESPN explained how to play football they wouldn‟t have any viewers.” Chris Brogan New Marketing Labs Listen more than you talk… “Listen more than you talk. Get back onto your buyer‟s side of the equation. Frankly, marketers have been too heavily on the company‟s side and their results suffer. If you help people buy, you sell. If you sell, you‟re not necessarily helping people buy.” Scott Stratten Impactful, concise weekly UnMarketing content is better than mediocre, obligated daily “Impactful, concise weekly content is better than mediocre, obligated daily content. People spread blog posts/content that evoke emotion, not because of a content… good word count or frequency.” Paul Gillin Attend to basics, and that Gillin Communications means search-optimizing “Attend to basics, and that means search-optimizing your site. In the majority of your site… cases in which I am asked to consult on social media, I find that the client has not attended to the basics of making sure the language of the website is clear, the site is easy to find and the value proposition of the business is clearly established.” HubSpot | NewMarketingLabs | Page 9 Share this ebook:
  • 10. Tim Hayden Blue Clover Don’t focus alone on the “online” and web touch- “Don‟t focus alone on the „online‟ and web touch-points of your business points of your business… when realizing the conversations, influence and data that inbound marketing delivers. The mobile revolution is empowering and liberating audiences to live beyond digital screens, and offline experiences are more likely to shape sentiment, excitement and word-of-mouth. Existing behaviors around events, retail and direct mail will play a larger role in how brands start conversations.” C.C. Chapman Digital Dads The old rules that you lived by no longer apply… “The old rules that you lived by no longer apply. I‟m not saying to forget them, but you must realize that they have changed and you must change as well if you want to continue to be successful.” Christine Perkett With old methods, Perkett PR marketers talked *to* audiences. Now, they must “Show up. Listen. Engage. This has always been the best way to effectively talk *with* them – and market but it‟s amplified with social media. Marketers have to make more time to listen and build advocacy – with old methods, marketers talked *to* audiences. engage to be successful. Now, they must talk *with* them – and engage to be successful. Marketers must also remember that fans and advocates matter just as much – if not more – than the influencers. Everyone is an influencer – good or bad – and marketers need to dedicate the appropriate resources to engaging in conversations consistently and persistently. Think of this way, you can‟t show up at a cocktail party, stand against the wall talking to no one and expect to get a date. Just showing up isn‟t enough anymore.” HubSpot | NewMarketingLabs | Page 10 Share this ebook:
  • 11. John Doyle Alure Home Improvements It is important to engage and speak with your “Social channels are about mutually beneficial exchanges and provide the followers as opposed to opportunity to connect with like-minded and interesting people. Pay speaking at them… attention to the type of material your followers are responding and contributing to. It is important to engage and speak with your followers as opposed to speaking at them. Listening is probably the most important trait a brand and/or community leader can perfect.” Alexander Howard Listen first…before deciding O’Reilly Media where and how to market to them… “Listen first to what people are saying about you, your service or product before deciding where and how to market to them. It‟s easier than ever to switch the channel, unsubscribe or unfollow after poorly conceived messaging or media.” Robbie Vorhaus Vorhaus Communications, Inc. 80% of all crisis are avoided or reduced by “Go crazy thinking about everything that could go wrong, both in terms of your preparation… business, reputation, and the industry, and do the same exercise for clients and potential clients alike. Analyze the risk, both in terms of the likelihood of the event happening, and it‟s immediate and long-term effect on you and your client‟s business. Then, start acting like a soldier, athlete or musician: train, rehearse, practice, prepare. 80% of all crisis are avoided or reduced by preparation.” Dale Underwood Focus on what future EchoQuote customers really need…not what you think they need… “Focus on what future customers really need early in their sales cycle, not what you think they need.” HubSpot | NewMarketingLabs | Page 11 Share this ebook:
  • 12. Pawan Deshpande Content curation has HiveFire emerged as a new and powerful way for marketers “Content curation has emerged as a new and powerful way for marketers to seamlessly sift through the flood of content available to prospects. Like to seamlessly sift through the owner of a high-end art gallery, you have to sift through the the flood of content information from across the web and curate it to ensure that it is relevant available… to the customer. You will be navigating your prospects through this sea of content by leading them to you – the provider of the most relevant and important information.” Patti Fousek Creative Mind Search Marketing You have to continually “My advice can be summed up in five words: 1. Goals; 2. Plan; 3. Create; 4. adjust your plan as your Measure 5. Repeat. In more words: 1. Set realistic goals before jumping into an company goals change… inbound marketing campaign. Are you trying to increase website traffic, get more leads, newsletter sign-ups, blog subscribers? Start small when first starting out. 2. Create a plan of attack. What content are you sharing, who will create the content, and how will you measure your results? 3. Constantly create fresh content for your industry/topic/product/service, etc. Can your content be converted to a whitepaper, ebook, tweets, Facebook updates, video? 4. Measure your success. There are a variety of inbound marketing tools out for measurement - use them! The tools you use will vary depending on your goals. 5. Rinse and Repeat. Success does not come overnight (although for some it appears it does). You have to continually adjust your plan as your company goals change. Testing and tweaking your inbound marketing campaign is really the key to success..” Steve Garfield Make it easy for people SteveGarfield.tv who find you online to engage and interact… “Make it easy for people who find you online to engage and interact with a person.” HubSpot | NewMarketingLabs | Page 12 Share this ebook:
  • 13. Michael Weiss Imagistic Don’t jump in with two feet into the deep end without “The advice is simple: take the chance and do it. 90% of marketers out looking at your objectives, there still rely on the old school ways of outbound marketing - Cold your needs, your Calling, Trade Show Booths, Email Blasts, etc. It's impersonal and does not create a connection. Consumers are too savvy these days and they expect capabilities and setting a more from you; and it must be your goal to meet and better yet, exceed strategy… those expectations. It's okay to talk WITH your customers - that's what they want! BUT don't jump in with two feet into the deep end without looking at your objectives, your needs, your capabilities and setting a strategy. Just because it's easy to set up a Facebook Page, a Blog and a Twitter account does not mean it is easy to manage. Take it slow. Baby steps, baby steps....” Valeria Maltoni Powered The best audience in social is the one you build… “Invest in developing content that is valuable to your customers -- that actually helps make their lives easier, solve a problem, understand an issue, etc. Content is your digital body language. Good content is a way for your business to be useful and become attractive through search (digital media) and sharing (social media). People first need to believe, then they will support that belief in the way they behave -- and may eventually become ambassadors on your behalf. Relationships become stronger over time when built upon benefits to the buyer. When you write customer-centric content, you develop trust and gain credibility, both of which confer you authority. In social media, you can go direct to customers and prospective customers. However, the media or channels are mere tools, they don't come with an audience you can buy, although many are selling you one. The best audience in social is the one you build.” HubSpot | NewMarketingLabs | Page 13 Share this ebook:
  • 14. Contributors Thank you to everyone who contributed their thoughts on inbound marketing, measurement, social media and where we’re headed in 2011. Capt. Nathan Broshear @usairforce Scott Stratten Tim Street Robbie Vorhaus Pawan Deshpande Steve Garfield Alexander B. Howard @unmarketing @1timstreet @vorhaus @TweetsFomPawan @stevegarfield @digiphile Tim Hayden David Meerman Scott John Doyle Chris Brogan Valeria Maltoni Michael Weiss @thetimhayden @dmscott @14str8 @chrisbrogan @ConversationAge @imagistic Capt. Nathan Broshear Paul Gillin Dharmesh Shah C.C. Chapman Christine Perkett Dale Underwood @usairforce @pgillin @dharmesh @cc_chapman @MissusP @echoquote
  • 15. Learn More at the Premier Worldwide Inbound Marketing Event October 6-7, 2010 Gillette Stadium Foxborough, MA Save 50% 45+ Sessions with Code: 500+ People EBOOK50 40+ Speakers www.InboundMarketingSummit.com